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DX3 is Canada’s largest conference and trade show dedicated to retail, marketing, and technology. Through engaging content and immersive experiences, DX3 connects the world’s top technology brands with Canada’s leading brands, retailers, marketers and agencies.



Our session

Innovation Showcase

In-Home Research – Studying the Consumer in its Natural Habitat

Date/Time: March 3rd, 12:30 - 12:45 pm est


The best UX and marketing research offers businesses a clear vantage into the lives of their customers. Today’s eye tracking technology enables testing of real consumers in their own homes as they watch media, use products, navigate online, interact with advertising, view prototypes, and more. Through state-of-the-art wearable and webcam tools, it is now possible to gain unique insights into consumer behavior without the need for a focus group facility and moderator.


Mike Bartels is the Director of Marketing Research and UX at Tobii Technology, Inc. in North America. He has a master’s degree in experimental psychology and 12 years of experience within the field of eye-tracking research and attention measurement, across a range of different areas of commercial and academic fields.

His publications include eye tracking–related articles for several marketing research magazines including Quirks, QRCA Views, MRA Alert, and a book chapter in Eye Tracking in User Experience Design (published in 2014 by Schall and Bergstrom). He has presented at several scientific conferences including the Human-Computer Interaction International Conference and the Eye Tracking Research and Applications.

Mike Bartels

Mike Bartels